640:, mentioning Google Analytics specifically. Additionally, in 2022, countries such as Austria, France, and Italy have prohibited the service which lets webmaster tools track and analyze their site traffic. The government stated in its decisions that information are collected via cookies and transmitted to the United States could potentially be seen by third parties and the government which could breach GDPR as users are not ensured due process for redress.
2587:
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gateways. Since Google
Analytics is a JavaScript tag set on a website, when the visitor switch from the website environment to a phone conversation, the tracking is lost, and the "call center" activity can not be directly linked to the initial visit or visitor. Third-party tools integrated with Google Analytics, are now capable of tracking customer journey from online to offline environments.
386:
40:
564:. As a user navigates between web pages, Google Analytics provides website owners JavaScript tags (libraries) to record information about the page a user has seen, for example the URL of the page. Google analytics JavaScript libraries uses HTTP cookies, with which it remembers what a user has done on previous pages and his interactions.
611:
in order to determine the user's approximate geographic location. To meet German legal requirements, Google
Analytics can anonymize the IP address. Google has also released a browser plug-in that turns off data about a page visit being sent to Google, however, this browser extension is not available
367:
As of July 1, 2023, Universal
Analytics ceased collecting new data, with Google Analytics 4 succeeding it as the primary analytics platform. Google had previously announced this transition in March 2022. While users had the option to use Universal Analytics up to the July 2023 deadline, no new data
299:
The newer version of Google
Analytics tracking code is known as the asynchronous tracking code, which Google claims is more sensitive and accurate, and is able to track very short activities on the website. The previous version delayed page loading, and so, for performance reasons, it was generally
579:
One of the biggest limitation of Google
Analytics, is its inability to track and attribute offline conversions. Offline conversion tracking is required to measure the impact of online marketing campaigns in "offline" environments, such as Point of Sale, Call Centers, Affiliate Networks, or payment
469:
The file does not usually have to be loaded, however, due to browser caching. Assuming caching is enabled in the browser, it downloads ga.js only once at the start of the visit. Furthermore, as all websites that implement Google
Analytics with the ga.js code use the same master file from Google, a
169:
Google
Analytics has undergone many updates since its inception and is currently on its 4th iteration—GA4. GA4 is the default Google Analytics installation and is the renamed version for the (App + Web) Property that Google released in 2019 in a Beta form. GA4 has also replaced Universal Analytics
559:
One potential impact on data accuracy comes from users deleting or blocking Google
Analytics cookies. Without cookies being set, Google Analytics cannot collect data. Any individual web user can block or delete cookies resulting in the data loss of those visits for Google Analytics users. Website
308:
HTML head tags because, once triggered, it runs in parallel with page loading. In April 2011 Google announced the availability of a new version of Google
Analytics featuring multiple dashboards, more custom report options, and a new interface design. This version was later updated with some other
652:
Google offers training for Google
Analytics 4 (GA4) through its Skillshop platform, which includes four courses and a certification as of August 2024. For developers and those seeking in-depth technical details, Google provides detailed GA4 documentation. Announcements related to updates and new
555:
will mask the user's actual location and present inaccurate geographical data. A small fraction of users do not have JavaScript-enabled/capable browsers or turn this feature off. These limitations, mainly ad filtering programs, can allow a significant number—sometimes the majority—of visitors to
481:
are enabled in the browser) on each visitor's computer. This cookie stores anonymous information called the ClientId. Before the launch of Universal Analytics, there were several cookies storing information such as whether the visitor had been to the site before (new or returning visitor), the
181:
had previously announced this change in March 2022. While users had the ability to use Universal Analytics up to the July 2023 deadline, no new data has been added to UA since its sunset. On July 1, 2024, all users, including GA 360, will lose access to all Universal Analytics properties.
291:
until discontinuation on March 28, 2012. The Google-branded version was rolled out in November 2005 to anyone who wished to sign up. However, due to extremely high demand for the service, new sign-ups were suspended a week later. As capacity was added to the system, Google began using a
616:, browser plug-ins to reject tracking cookies. These plug-ins allow users to block Google Analytics and similar sites from tracking their activities. Many browsers allow users to reject third-party cookies and tracking scripts, in some cases this is the default option.
571:
in the generation of many of its reports. To reduce the load on their servers and to provide users with a relatively quick response to their query, Google Analytics limits reports to 500,000 randomly sampled sessions at the profile level for its calculations. While
653:
features for GA4 are made on the Google Marketing Platform Blog. Support for enterprise-level users is accessible via the Google Enterprise Marketing Portal. The official Google Analytics YouTube channel also hosts a range of video tutorials and insights.
296:-type invitation-code model. Before August 2006, Google was sending out batches of invitation codes as server availability permitted; since mid-August 2006 the service has been fully available to all users – whether they use Google for advertising or not.
588:
There have been several online discussions about the impact of Google Analytics on site performance. However, Google introduced asynchronous JavaScript code in December 2009 to reduce the risk of slowing the loading of pages tagged with the ga.js script.
619:
It has been anecdotally reported that errors can occur behind proxy servers and multiple firewalls, changing timestamps and registering invalid searches. Webmasters who seek to mitigate Google Analytics' specific privacy issues can employ a number of
446:
code that the website owner adds to every page of the website. The tracking code runs in the client browser when the client browses the page (if JavaScript is enabled in the browser) and collects visitor data and sends it to a Google data collection
287:. The system also brings ideas from Adaptive Path, whose product, Measure Map, was acquired and used in the redesign of Google Analytics in 2006. Google continued to sell the standalone, installable Urchin WebAnalytics Software through a network of
643:
The new version of Google Analytics, also known as GA4, is equipped with deeper anonymization of user data through which the GA4 anonymizes IP addresses of all users by default, meaning it's not possible to perform any changes for this setting.
612:
for mobile browsers. Since this plug-in is produced and distributed by Google itself, it has met much discussion and criticism. Furthermore, the realization of Google scripts tracking user behavior has spawned the production of multiple, often
371:
July 1, 2024: Standard Universal Analytics properties completely stopped processing data and users lost access to the interface and API. There is a one-time exception for Google Analytics 360 customers, whose access ends on that date as well.
214:-type data for the casual user, and more in-depth data further into the report set. Google Analytics analysis can identify poorly performing pages with techniques such as funnel visualization, where visitors came from (
225:
On September 29, 2011, Google Analytics launched Real-Time analytics, enabling a user to have insights about visitors currently on the site. A user can have 100 site profiles. Each profile generally corresponds to one
691:
In 2012, its use was around 55% of the 10,000 most popular websites. And as of April 2022, Google Analytics was used by 73.7% of the 10,000 most popular websites ordered by popularity, as reported by BuiltWith.
139:
that tracks and reports website traffic and also mobile app traffic & events, currently as a platform inside the Google Marketing Platform brand. Google launched the service in November 2005 after acquiring
669:. There are some third-party products that also provide Google Analytics-based tracking. The Management API, Core Reporting API, MCF Reporting API, and Real Time Reporting API are subject to limits and quotas.
230:. It is limited to sites that have online traffic of fewer than 5 million page views per month (roughly 2 page-views per second) unless the site is linked to a Google Ads campaign. Google Analytics includes
1680:
242:
helps in understanding the behavior of component groups of users apart from your user population. It is beneficial to marketers and analysts for the successful implementation of a marketing strategy.
2136:
320:
The key differences from the previous versions were: cross-platform tracking, flexible tracking code to collect data from any device, and the introduction of custom dimensions and custom metrics.
245:
The latest version of Google Analytics, commonly referred as GA4, encompasses additional features focusing on predictions, customizability, and privacy. Some of these features can be listed as:
576:
are indicated for the visits metric, margins of error are not provided for any other metrics in the Google Analytics reports. For small segments of data, the margin of error can be very large.
342:, or gTag.js. Its stated purpose was to unify the tagging system to simplify implementation. This new tag type is an alternative to the existing Analytics.js tag type or Google Tag Manager.
335:
and other marketing indicators. Google Analytics 360 includes seven main products: Analytics, Tag Manager, Optimize, Data Studio, Surveys, Attribution, and Audience Center.
551:
can block the Google Analytics Tracking Code. This prevents some traffic and users from being tracked and leads to holes in the collected data. Also, privacy networks like
519:
In addition, Google Analytics for Mobile Package allows Google Analytics to be applied to mobile websites. The Mobile Package contains server-side tracking codes that use
174:—a feature previously only available with the enterprise GA 360. This move indicates efforts by Google to integrate GA and its free users into their wider cloud offering.
607:
Due to its ubiquity, Google Analytics raises some privacy concerns. Whenever someone visits a website that uses Google Analytics, Google tracks that visit via the user's
218:), how long they stayed on the website and their geographical position. It also provides more advanced features, including custom visitor segmentation. Google Analytics
210:(key events). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. Google Analytics' approach is to show high-level,
198:
duration, pages per session and the engagement rate of individuals using the site, along with the information on the source of the traffic. It can be integrated with
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1770:
1922:
661:
The Google Analytics API is used by third parties to build custom applications such as reporting tools. Many such applications exist. One was built to run on
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2543:
222:
reporting can track sales activity and performance. The e-commerce reports show a site's transactions, revenue, and many other commerce-related metrics.
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1994:
684:
A later piece of market share analysis claimed that Google Analytics was used by around 49.95% of the top 1,000,000 websites (as ranked in 2010 by
177:
As of July 1, 2023, Universal Analytics ceased collecting new data, with Google Analytics 4 succeeding it as the primary analytics platform.
1940:
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and then sets variables with the user's account number. The larger file (currently known as ga.js) was typically 40 kB as of May 2018.
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released a survey stating that 161 of the 500 (32%) biggest sites globally according to their Alexa rank were using Google Analytics.
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owners can encourage users not to disable cookies by, for example, making visitors more comfortable using the site through posting a
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browser that has previously visited any other website running Google Analytics will already have the file cached on their machine.
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621:
407:
737:"Get the Power of Google Analytics: Now available in Standard or Premium, whatever your needs are Google Analytics can help"
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2118:
2104:"The NoScript Firefox extension provides extra protection for Firefox, Flock, Seamonkey, and other Mozilla-based browsers"
1579:
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354:
1008:
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2020:
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147:
As of 2019, Google Analytics is the most widely used web analytics service on the web. Google Analytics provides an
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As of August 2023, the newer version, Google Analytics 4 (GA4), is used by approximately 13.5 million websites.
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845:"Google Analytics for Mobile Apps | Analytics Implementation Guides and Solutions | Google Developers"
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utm_content=buffercf3b2&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer
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In October 2017 a new methodology to collect data for Google Analytics was announced, called
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598:
524:
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844:
17:
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1430:
870:"Add the Google Analytics tag for Google Analytics 4 properties to your site with gtag.js"
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was providing access to enrollees' personal data to private companies that specialized in
573:
239:
736:
283:
Google acquired Urchin Software Corp. in April 2005. Google's service was developed from
1481:"Re-imagining Google Analytics to support the versatile usage patterns of today's users"
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2213:
2071:
685:
633:
561:
502:
328:
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1832:
Characterizing the Use of Browser-Based Blocking Extensions To Prevent Online Tracking
1210:
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883:
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2164:"Google Analytics is losing track of millions of users as regulators ban the service"
1826:
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In addition to transmitting information to a Google server, the tracking code sets a
132:
52:
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An Explore section to provide completely custom reports for specific business needs,
249:
A new concept to allow the same property to be used both for website and mobile app,
536:
203:
191:
2516:
1803:
677:
Google Analytics is the most widely used website statistics service. In May 2008,
442:", in this case, called the Google Analytics Tracking Code, which is a snippet of
2021:"Google Analytics Launches Asynchronous Tracking - The official Google Code blog"
2622:
2137:"Government health care website quietly sharing personal data. Associated Press"
1184:
760:
637:
478:
385:
358:
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459:
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316:
In October 2012 another new version of Google Analytics was announced, called
268:
219:
199:
159:
797:
2255:
1580:"Google Killing Off DoubleClick, AdWords Names in Rebranding of Ad Products"
937:"Link Google Analytics and Google Ads accounts - Previous - Google Ads Help"
483:
364:
In October 2020, Google released Google Analytics 4, under the acronym GA4.
1036:
1159:"Everything You Need to Know About Machine Learning in Google Analytics 4"
1109:"[GA4] Set up Analytics for a website and/or app - Analytics Help"
1553:"Introducing simpler brands and solutions for advertisers and publishers"
1423:"Google Tag Manager: A Step-By-Step Guide | Analytics & Optimization"
544:
487:
215:
171:
2506:
567:
Another limitation of Google Analytics for large websites is the use of
170:(UA). One notable feature of GA4 is a natural integration with Google's
2606:
2369:
2274:
678:
540:
528:
410: in this section. Unsourced material may be challenged and removed.
293:
227:
39:
2352:"API Limits and Quotas - Analytics Management API - Google Developers"
1656:"Google Analytics 4 has replaced Universal Analytics - Analytics Help"
261:
A built-in DebugView to analyze and debug the upcoming data instantly,
202:, with which users can create and review online campaigns by tracking
2322:
1023:"Google Analytics Help: Does Google Analytics have a pageview limit?"
501:
If the visitor arrived at the site by clicking on a link tagged with
178:
136:
62:
2494:
1872:"Cookies and User Identification | Analytics for Web (analytics.js)"
1796:"What percentage of browsers with javascript disabled? - Blockmetry"
1771:"Enhanced Tracking Protection in Firefox for desktop | Firefox Help"
1059:"Helping to Create Better Websites: Introducing Content Experiments"
274:
Has feature to analysis user journey from behavior analysis section.
2601:
2501:
1981:"Google Analytics Code is Slowing Down My Site - Analytics Market"
1084:"[GA4] Measure activity across platforms - Analytics Help"
495:
1361:
2440:"Google Biz Chief: Over 10M Websites Now Using Google Analytics"
2214:"[GA4] Enroll in Analytics Academy courses on Skillshop"
532:
310:
2525:
2189:"Privacy Features in Google Analytics 4 Properties | Bounteous"
2072:"Opt Out of Google Analytics Data Gathering With New Beta Tool"
1185:"Latest GA4 Updates & Tips & Tricks That You Will Love"
622:
alternatives having their backends hosted on their own machines
505:(Urchin Tracking Module) such as: https://www.example.com/page?
73:
1211:"[GA4] Get started with Explorations - Analytics Help"
662:
624:. Until its discontinuation, an example of such a product was
520:
490:
site or campaign that directed the visitor to the page (e.g.,
379:
152:
2521:
1941:"What affiliate marketers have missed about Google Analytics"
2475:
1262:"7 GA4 Features That Will (Hopefully) Make You Hate It Less"
304:
body close HTML tag. The new code can be placed between the
252:
AI-powered predictive metrics supported by machine learning,
2304:"Apps - Google Analytics Partner Services and Technologies"
1467:"Introducing Flow Visualization: visualizing visitor flow"
1003:
1001:
816:
814:
2103:
2400:
Frikipandi - Web de TecnologĂa - Lo más Friki de la red
543:'s Enhanced Tracking Protection, the browser extension
2090:"Greater choice and transparency for Google Analytics"
2396:"La terminologĂa de Google Analytics #marketing #seo"
912:"Google Analytics 4 has replaced Universal Analytics"
1288:"Important GA4 eCommerce reports for Shopify Stores"
511:
then the tag values are passed to the database too.
2615:
2594:
2559:
1134:"[GA4] Predictive metrics - Analytics Help"
357:brand. It consists of two former brands of Google,
118:
100:
92:
84:
68:
58:
46:
2366:"Google Analytics dominates the top 500 websites"
2338:"Google Analytics Tracking for WSO2 API Manager"
1699:"Tracking Code Overview | Google Analytics"
1453:"The New Google Analytics Available to Everyone"
368:has been added to UA since its discontinuation.
1236:"Validating Google Analytics 4 With Debug Mode"
822:"Usage of traffic analysis tools for websites"
707: – Web service from Google for webmasters
2537:
1717:"Example account structures - Analytics Help"
713: – Popularity analysis of search queries
628:from Google itself. On January 20, 2015, the
8:
1681:"How To Use Google Analytics Event Tracking"
1631:"Universal Analytics discontinuation notice"
1514:"Introducing the Google Analytics 360 suite"
1495:"About Universal Analytics - Analytics Help"
535:for its server-side language. However, many
32:
2476:"Google Analytics 4 (GA4) Usage Statistics"
1995:"Is Google Analytics Slow or Not? — Woopra"
1897:"Google Analytics Cookie Usage on Websites"
665:(Apple) devices and is featured in Apple's
2544:
2530:
2522:
1923:"Segmentation Options in Google Analytics"
1009:"What's happening on your site right now?"
255:A customizable, easy-to-navigate homepage,
38:
31:
426:Learn how and when to remove this message
309:features such as real-time analytics and
1325:
1323:
755:
753:
2049:"Tracking Code: The _gat Global Object"
1858:"Accuracy Whitepaper for web analytics"
1604:Srinivasan, Vidhya (October 14, 2020).
1362:"The End of an Era for Urchin Software"
1355:
1353:
1332:"The End of an Era for Urchin Software"
728:
2290:"Google Analytics - Google Developers"
1606:"Introducing the new Google Analytics"
438:Google Analytics is implemented with "
151:that allows gathering usage data from
2117:Greenberg, Andy (December 11, 2008).
1825:Chetty, Marshini; Narayanan, Arvind;
1753:"Google Analytics for Mobile package"
7:
2256:"Google Enterprise Marketing Portal"
906:
904:
408:adding citations to reliable sources
236:Google Analytics Content Experiments
2674:Android (operating system) software
2462:"Google Analytics Usage Statistics"
2270:"Google Analytics YouTube Channel"
2228:"Google Analytics 4 Documentation"
2070:Albanesius, Chloe (May 25, 2010).
1997:. February 4, 2009. Archived from
1384:"Google Analytics - zenbatetanola"
1334:. Google Analytics. Archived from
25:
1735:"Cookies and User Identification"
782:"Google Acquires Urchin Software"
603:Privacy concerns regarding Google
458:The tracking code loads a larger
27:Web analytics service from Google
2585:
2242:"Google Marketing Platform Blog"
1578:Spangler, Todd (June 27, 2018).
1330:Muret, Paul (January 20, 2012).
539:programs and extensions such as
384:
345:In June 2018, Google introduced
164:Google Analytics for Mobile Apps
2414:"Google Analytics Market Share"
395:needs additional citations for
323:In March 2016, Google released
2372:. May 28, 2008. Archived from
1512:Muret, Paul (March 15, 2016).
717:List of web analytics software
486:of the current visit, and the
306:<head> ... </head>
1:
2318:"Analytics by Net Conversion"
359:DoubleClick Digital Marketing
2442:. TechCrunch. April 12, 2012
2416:. MetricMail. Archived from
2162:Jules Wang (June 27, 2022).
1409:"Asynchronous Tracking Code"
824:. W3Techs. February 27, 2019
626:Urchin WebAnalytics Software
190:Google Analytics is used to
451:as part of a request for a
331:that provides analytics on
18:Urchin Software Corporation
2690:
1829:; Mathur, Arunesh (2018).
1539:"Add gtag.js to your site"
985:Enhanced Ecommerce Reports
596:
361:and Google Analytics 360.
2669:Web log analysis software
2583:
2577:Google Marketing Platform
2507:Google marketing platform
547:and the mobile phone app
347:Google Marketing Platform
194:website activity such as
37:
2517:Google Analytics Academy
1314:"Here comes Measure Map"
834:Site frequently updated.
232:Google Website Optimizer
2035:"Making the Web Faster"
494:, keywords, banner, or
300:placed just before the
761:"Our history in depth"
106:; 18 years ago
104:November 14, 2005
2512:Google analytics help
1739:developers.google.com
1266:Search Engine Journal
1063:Google Analytics Blog
884:"GA4 BigQuery Export"
705:Google Search Console
289:value-added resellers
2340:. December 20, 2012.
2001:on February 15, 2010
1835:. pp. 103–116.
1759:on January 24, 2013.
648:Support and training
404:improve this article
351:online advertisement
333:return on investment
325:Google Analytics 360
318:Universal Analytics.
238:. Google Analytics'
2664:Google acquisitions
2119:"The Virus Filters"
2023:. December 1, 2009.
1983:. January 27, 2019.
1945:Search Engine Watch
1775:support.mozilla.org
1427:online-behavior.com
1294:. November 22, 2021
1037:"Website Optimizer"
657:Third-party support
556:avoid the tracker.
135:service offered by
119:Current status
34:
2633:Google Contributor
2420:on August 27, 2010
2051:. January 24, 2012
1721:support.google.com
1687:. January 9, 2020.
1660:support.google.com
1499:support.google.com
1364:. Google Analytics
1215:support.google.com
1138:support.google.com
1113:support.google.com
1088:support.google.com
963:Build new segments
941:support.google.com
916:support.google.com
888:support.google.com
792:. March 29, 2005.
786:The New York Times
475:first party cookie
264:Anomaly detection,
2641:
2640:
2567:Google Ad Manager
2193:www.bounteous.com
1947:. January 5, 2021
1929:on June 22, 2009.
1876:Google Developers
1806:on April 26, 2019
1703:Google Developers
1433:on March 17, 2016
1338:on April 13, 2012
1240:Ken Williams Blog
849:Google Developers
549:Disconnect Mobile
464:Google web server
436:
435:
428:
126:
125:
16:(Redirected from
2681:
2628:Google Analytics
2589:
2546:
2539:
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2523:
2498:
2497:
2495:Official website
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2402:. April 3, 2014.
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2376:on July 16, 2012
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2143:on July 14, 2015
2139:. Archived from
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1925:. Archived from
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1901:Google Analytics
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1802:. Archived from
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1755:. Archived from
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1685:Matthew Woodward
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1429:. Archived from
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1394:
1388:sites.google.com
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630:Associated Press
599:Browser security
574:margins of error
525:JavaServer Pages
508:
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285:Urchin on Demand
234:, re-branded as
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33:Google Analytics
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2092:. May 25, 2010.
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1559:. June 27, 2018
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1268:. July 22, 2021
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1191:. March 6, 2022
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1165:. July 29, 2021
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597:Main articles:
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340:Global Site Tag
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2487:External links
2485:
2482:
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2478:. August 2023.
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2040:
2026:
2012:
1986:
1972:
1958:
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1827:Vitak, Jessica
1817:
1800:blockmetry.com
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1349:
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1279:
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1242:. May 10, 2020
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686:Alexa Internet
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634:HealthCare.gov
632:reported that
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562:privacy policy
516:
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503:UTM parameters
462:file from the
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329:software suite
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2654:Web analytics
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2502:Official blog
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2016:
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1360:Muret, Paul.
1356:
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1293:
1292:Analyzify Hub
1289:
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1163:Data Driven U
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711:Google Trends
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492:search engine
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416:November 2007
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393:This section
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327:, which is a
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313:flow charts.
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302:</body>
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133:web analytics
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53:Web analytics
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537:ad filtering
518:
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413:
402:Please help
397:verification
394:
370:
366:
363:
344:
339:
337:
324:
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206:quality and
204:landing page
189:
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93:Registration
48:Type of site
29:
2623:DoubleClick
2147:January 31,
2076:PC Magazine
1881:January 28,
1615:October 16,
638:advertising
614:open-source
584:Performance
515:Limitations
208:conversions
162:, known as
2648:Categories
2553:Google Ads
2424:August 21,
1640:August 30,
1523:October 7,
921:August 14,
854:August 25,
723:References
673:Popularity
609:IP address
460:JavaScript
453:web beacon
444:JavaScript
376:Technology
269:e-commerce
220:e-commerce
200:Google Ads
111:2005-11-14
85:Commercial
2446:April 25,
2198:April 17,
2005:August 8,
1780:March 26,
1437:March 17,
1393:March 17,
1298:April 17,
1272:April 17,
1246:April 17,
1220:April 17,
1195:April 17,
1169:April 17,
1143:April 17,
1118:April 17,
1093:April 17,
969:August 8,
798:0362-4331
667:app store
484:timestamp
440:page tags
355:analytics
267:Improved
216:referrers
212:dashboard
74:analytics
2380:July 17,
2173:June 27,
2055:June 27,
1589:July 27,
1563:July 27,
1368:April 7,
1342:April 7,
1042:July 20,
946:April 4,
803:April 4,
766:July 16,
742:April 8,
699:See also
569:sampling
545:NoScript
488:referrer
271:reports.
186:Features
172:BigQuery
101:Launched
96:Required
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